On Target® Studies - In-Depth Advertising Research Information

Add value to a media buy by offering ad effectiveness surveys and sell more adsThe Readex On Target Study enables a publication to boost ad sales, upgrade fractional advertisers, make more sales calls, and strengthen advertiser partnerships.

An advertiser's diagnostic tool
The On Target Study is more of a diagnostic tool than the other studies. Rather than focusing on whether the ad was seen or was attention getting, quantitative questions about the ad's creative elements are asked. Readers' comments about what the ad could do differently to better communicate with them helps shed light on the quantitative results.

 

What's asked?

Diagnostic questions

  • Is the ad visually appealing?
  • Is it easy to read?
  • Does it offer enough information?
  • Does it clearly communicate the product's/service's benefit?

Overall ad effectiveness rating
The respondent is then asked to provide an overall effectiveness rating (on a scale of 1 - 5) to provide a general indication of whether the ad succeeded in the eyes of the respondent.

Find out what they're saying about the ads
An open-ended question is included to gather specific information about how the ad communicates with readers. These direct quotes put life behind the numbers. Readers are asked, "What do you feel this ad could do differently to better communicate with you?" To provide additional insight, the responses are grouped according to the ad's overall effectiveness rating.

The verbatims make this study unique, and are valuable to our customers; advertisers love to know what people say about their ad.

Deliverables

Full-color reports feature easy-to-use, graphed results and images of the high scoring ads. Individual reports for each advertiser that include quantitative results for all ads and confidential verbatim comments for the featured advertiser sorted by Overall Effectiveness Rating, plus one publisher's report that contains all results.

At the conclusion of the study, the publisher receives two individual advertiser reports for each studied ad (one for the advertiser and one for the agency) which can be dispersed as the publisher sees fit. Plus, the publisher is sent a complete report containing all results.